Cross-Channel Communications Program
The multi-billion dollar development in Somerville, MA has turned the concept of outlet shopping on its ear and the development looked to us to bring that story to life and communicate that positioning in a way people could connect with.
Challenge
In redefining the neighborhood shopping experience, Assembly Row has a lot to offer. Proximity to the center of Boston. Elevated food and shopping options. And a creative use of outdoor space. Our challenge was to showcase all of those defining qualities in a way that compelled people to experience it for themselves.
Idea
We launched the neighborhood with a new brand platform – “Life’s What You Make It" – and an integrated, cross-channel communications campaign across digital, print, radio, and out of home. We’ve also managed the strategy and execution of different channels that leverage paid, earned, social, and owned media to create compelling content and develop a large, passionate following.
Life’s What You Make It
Given its wealth of offerings, Assembly Row appeals to an array of target audiences and provides a new experience on every visit. Ice cream and fireworks. Dinner and a movie. Thursday night drinks by the Mystic. Outdoor yoga on Saturday mornings. Our research showed that the underlying appeal of Assembly Row was that it could be anything you wanted, depending on your mood, your needs, your companions. It’s the inspiration for our brand platform: "Life’s What You Make It."
Life’s What You Make It
Given its wealth of offerings, Assembly Row appeals to an array of target audiences and provides a new experience on every visit. Ice cream and fireworks. Dinner and a movie. Thursday night drinks by the Mystic. Outdoor yoga on Saturday mornings. Our research showed that the underlying appeal of Assembly Row was that it could be anything you wanted, depending on your mood, your needs, your companions. It’s the inspiration for our brand platform: "Life’s What You Make It."
Defining the Brand
Our creative campaign reflected this fun approach – and we developed a series of materials that fulfilled different needs, including digital, print and radio advertising; exterior signage and building wraps; leasing brochures, and more.
Defining the Brand
Our creative campaign reflected this fun approach – and we developed a series of materials that fulfilled different needs, including digital, print and radio advertising; exterior signage and building wraps; leasing brochures, and more.
Website
We developed a vibrant, easy-to-navigate website that furthered this playful theme. Optimized for mobile, it primarily provides information to visitors, but also has information for interested residents and office leasing opportunities.
Website
We developed a vibrant, easy-to-navigate website that furthered this playful theme. Optimized for mobile, it primarily provides information for visitors, but also has information for interested residents and office leasing opportunities.
Strategy and Content
Assembly Row's robust social media presence is largely the face of the brand, and is something we’ve built and continue to maintain. We developed a comprehensive social strategy, inclusive of persona, content strategy, channel segmentation, and paid recommendations.
Influencer Strategy
It’s one thing when a brand talks about itself, something even better, when others talk positively about the brand. That’s why we regularly engage with key influencers, who can communicate different aspects of the brand to their loyal followers.
Earned Media
Media coverage helped raise awareness and generate validation in relevant consumer and trade outlets. Designed to capture its unique experience, the coverage communicated the story of Assembly Row, as well as events and many of its retailers.
This coverage resulted in a
%
share of voice among regional competition.